• November 1, 2007

Tire maker Michelin is bringing a "green" message about its tires to Berlin, New York City, Paris and Shanghai. Michelin will run outdoor ads featuring meters showing fuel savings and reductions in CO2 emissions since 1992 because of Michelin tires.

The ads, featuring Michelin Man and the meters, will be projected at 7 p.m. local time on the façade of the Park Inn Hotel in Berlin; on the Nasdaq and Reuters boards in Times Square, New York City; in the Port de Suffren at the foot of the Eiffel Tower in Paris; and on the City Group Mansion tower, across from the Bund, in Shanghai.

The company is touting its tires as energy-saving technology that reduces fuel consumption. In the signs, the company will say its tires have saved an estimated 2.38 billion gallons of gasoline, resulting in a reduction of CO2 emissions of 25 million tons--the equivalent of the amount absorbed by 880 million trees in one year. Details are also at michelin-green-meter.com.

--Karl Greenberg